A cross-cultural case study of consumers' communications about a new technological product

Sérgio Moro, Guilherme Pires, Paulo Rita, Paulo Cortez

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)
861 Downloads (Pure)


Using a case-study based approach, this research contributes to the standardisation versus adaptation debate in global marketing. It analyses the influence of the local culture dimension reflected in consumers' comments in the Facebook platform regarding a new global technological product, the Samsung Galaxy S8/S8+, launched worldwide in 2017. Consumers' comments about this new smartphone were gathered and analysed for three cultural distinct English-speaking countries: Australia, India, and South Africa. The analysis' procedure consisted of a text mining and topic modelling approach, including sentiment classification analysis, to discern and understand consumers' responses to global brand communications. The findings indicate that cultural aspects still play a key role in consumers' reactions to the product in each country, justifying the continued need for marketing strategies that conflate pursuing economies of scale with accounting for the cultural sensitivities of demand at country level. Evidence of consumers attitudes' and behaviours' homogenisation across countries is still limited.

Original languageEnglish
Pages (from-to)438-447
Number of pages10
JournalJournal of Business Research
Issue numberDecember
Early online date16 Aug 2018
Publication statusPublished - Dec 2020


  • Cosmopolitanism
  • New technological product
  • Social media
  • Standardisation and adaptation
  • Text mining
  • Topic modelling


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